effective_action_based_copywriting-jill_whalen.ppt

Effective Action-Based Copywriting

PubConNov. 2008

Jill Whalen, CEO High Rankings

SEO Copywriting is not…

• Writing a certain # of words• Bolding/italicizing keywords• Writing to a specific keyword density• Optimizing for just 1 phrase• Repeating keywords a certain # of

times

Remember this…

• Search engines don’t know you• Websites are not online brochures• Assume visitors never heard of you

What’s this site about?

And this?

Every Page Must Provide…

• Specific info on exactly what it offers• Plain language that naturally uses

keyword phrases

What is Good Content?

• The regular pages of your site!– Speaks to your target audience

• Solves problems• Answers questions • Provides information

Content That is King…

• Is written for your users, while keeping the search engines in mind.

• It’s all about balance!

Good Content Starts With…

• Keyword Research– Uncover words people use to find sites

like yours

• Base your copywriting around those words– Answer their search on your web page

Choosing Keyword Phrases

• Most relevant• Most specific• Most topical

Home Pages and Main Category Pages

• Describe the company / website• Broad phrases• Most competitive• List products with summary• Link to individual products (or sub-cats)

Just a List of Keywords

The Antique Jewelry Mall is the online home of unique antique and estate jewelry from the Victorian, Edwardian, Art Nouveau, Art Deco, Mid-Century Retro Moderne, and contemporary periods. We travel and search extensively to find beautiful and exceptional fine vintage jewelry items. If you are looking for something special, whether it be heirloom quality art deco filigree antique engagement rings and antique wedding rings, antique style engagement ring mountings and settings, platinum and white gold estate jewelry, whimsical movable vintage charms for your charm bracelet, unusual sterling silver novelty cufflinks, antique diamond jewelry, Victorian earrings, filigree antique rings, a one of a kind antique jewelry gift, or a well-earned present to yourself, you have come to the right place!

Trying to do everything on one page

Professionally written copy that naturally uses KWs!

Home Page

Keyword Phrases:

•Inflatable advertising

•Inflatable advertising balloons

•Advertising balloons

•Advertising inflatables

•Advertising inflatable

•Inflatable costumes

Product-level Pages

• Very specific keyword phrases• Strong keyword-rich headlines• Keyword rich anchor text pointing to

them

Good, specific product page.

But need to do keyword research.

Sea Crystal Bath Salts isn’t searched on.

Bath Salts too competitive.

Crystal Bath Salts – not searched.

Bath Sea Salts – BINGO!

News Pages

• Natural “long-tail” keywords• Don’t use pdfs!• Post press releases

News Item Titles

• Descriptive Titles:– Consider the compliance risks and benefits of

electronic test ordering– Using technology to improve denials

management

• Non-descriptive Titles– “Read More”

Where to Use Keyword Phrases

• Title tags• Meta descriptions• Anchor text• Clickable image alt attributes (alt

tags)• Headlines• Body text copy

Engines Have to See the Content

• Avoid graphic headlines• Avoid all Flash or all graphics• Avoid technical programming that

traps spiders

Text in Top Banner Invisible

Jill’s Nitty-gritty SEO Writing Tips

• Be descriptive– Not “our product” or “our service”– But “our Las Vegas event planning

services”

(Just don’t stuff it in a zillion times!)

Jill’s Nitty-gritty SEO Writing Tips

• Edit your current text– Find generic words – Replace them with keywords

(where appropriate!)

Generic vs. Descriptive Generic

A Gentleman Farmer's Reverie

Designed to echo the look of a grand carriage house circa 1850, this striking barn was built for a couple that wanted extra storage space and an heirloom-quality structure that would enhance the beauty of their home and property on Cousins Island. Its distinctive design incorporates thoughtful details such as…

Descriptive A Gentleman Farmer's Grand Carriage House

Designed to echo the look of a grand carriage house circa 1850, this striking classic barn was built for a couple that wanted extra storage space and an heirloom-quality carriage house that would enhance the beauty of their home and property on Cousins Island. Its distinctive barn house design incorporates thoughtful details such as…

Jill’s Nitty-gritty SEO Writing Tips

Generic

If you’d like to contact us, fill out this brief form.

Descriptive

If you’d like to contact us for help with your next meeting planning, fill out our special event planning request form.

Jill’s Nitty-gritty SEO Writing Tips

• No single words• Expand into phrases

• “furniture” can become:– Rustic wood furniture– Solid wood furniture– Wood bedroom furniture– Barn wood furniture

Don’t Fake Real Content

• Fix Your Site!– Don’t need to add useless articles– Don’t need doorway pages that aren’t

an actual part of your site– Write clearly and descriptively to your

target audience

Professionally Written Copy is Key

• It brings highly targeted visitors that want exactly what you offer and converts them into customers.

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